Art for the Sake of the Corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen Help Explore the Effect of Sponsorship on Corporate Reputations
Manfred Schwaiger
Ludwig-Maximilians-University of Munich
Marko Sarstedt
Institute for Market-Based Management, Ludwig-Maximilians-University of Munich
Charles R. Taylor
Villanova School of Business
INTRODUCTIONThe problem of diminishing efficiency of traditional advertising due to a more cluttered environment has given rise to the increased use of other forms of promotion in an effort to achieve company objectives (Ha and McCann, 2008; Sung, de Gregorio, and Jung, 2009). Corporate sponsorship programs are one tool that has become an increasingly...